No '100%' Claims on Food Labels as It Misleads Consumers, Says FSSAI

New Delhi | May 31, 2025 — In a significant move aimed at curbing deceptive marketing practices and ensuring consumer protection, the Food Safety and Standards Authority of India (FSSAI) has issued a directive prohibiting the use of “100%” claims on food product labels. The country’s apex food regulator stated that such absolute claims mislead consumers and create a false perception of superiority without scientific validation.

The decision is part of FSSAI’s broader push to tighten labeling regulations and enhance transparency in India’s burgeoning processed and packaged food industry, which has seen exponential growth over the past decade.

Why the Ban on “100%” Claims?

According to the notification issued by FSSAI, several brands have been making claims like “100% Pure,” “100% Natural,” or “100% Safe” without submitting objective or verifiable evidence. This creates an illusion of absolute quality or safety, which is nearly impossible to guarantee in a complex food supply chain.

“The use of '100%' in claims may give a false sense of absolute assurance, which is neither scientifically justified nor practically possible. Hence, such statements are inherently misleading,”
said an FSSAI official familiar with the development.

The regulator clarified that while manufacturers can still use terms like “pure” or “natural” based on standards and factual basis, the addition of ‘100%’ to such adjectives creates a misleading level of certainty that could influence consumer decision-making unfairly.

What Does the FSSAI Guideline Say?

The new advisory, issued under Section 16(5) of the Food Safety and Standards Act, 2006, stipulates the following:

• Claims such as “100% pure,” “100% natural,” “100% safe,” “100% healthy” and similar absolute terms shall not be used on food labels or in advertisements.

• The advisory is applicable to all categories of food products, including packaged snacks, beverages, oils, dairy items, and nutritional supplements.

• Companies must comply within 3 months from the date of issuance to avoid penalties or action under misleading advertisement clauses.

Examples of Misleading “100%” Claims

The FSSAI pointed to numerous cases where brands used ambiguous terms without substantiation:

• A popular cooking oil brand marketed its product as “100% healthy,” although no medical authority certifies such claims.

• A bottled juice label read “100% pure and natural,” but contained permitted additives and flavoring agents.

• Some spice and salt manufacturers claimed “100% chemical-free,” despite undergoing standard processing that involves chemical steps.

Such instances were found to misguide consumers, particularly those from rural or non-English speaking demographics who are heavily influenced by numerical absolutes.

Consumer Protection at the Forefront

India’s packaged food industry is poised to touch ₹6.6 lakh crore by 2027, according to a joint report by FICCI and Deloitte. As growth accelerates, so do concerns around ethical marketing, food quality, and consumer literacy.

The FSSAI’s directive comes at a crucial time when health-conscious buyers are seeking transparency and accuracy in product labeling. Experts say this regulation is a necessary step toward protecting consumer rights and aligning with international best practices.

“This is an excellent consumer-first move. Labels should inform, not persuade through exaggeration. Removing ‘100%’ claims will compel companies to focus on facts, not fluff,”
said Dr. Ananya Chatterjee, a food technologist and consultant.

Legal & Regulatory Perspective

From a legal standpoint, using ‘100%’ on labels without backing is tantamount to unsubstantiated health claims, violating several provisions:

• Section 24 of FSS Act: Prohibits misleading advertisements.

• Rule 7 of the Food Safety and Standards (Advertising and Claims) Regulations, 2018: Disallows exaggeration or ambiguous health claims.

• Consumer Protection Act, 2019: Allows consumers to seek compensation for misleading promotions.

With this directive, FSSAI has signaled stricter enforcement going forward, including penalties, suspension of licenses, and possible recall of non-compliant products.

How Will the Food Industry Respond?

While industry players have welcomed the regulation in principle, they seek greater clarity on acceptable alternatives and transition mechanisms.

The Food Processing and Labeling Association (FPLA) issued a statement acknowledging the need for responsible marketing but urged FSSAI to allow a phase-out period and provide templates for compliant labels.

“We support transparency but request adequate time to redesign packaging, change printing plates, and train marketing teams,”
said Mehul Desai, spokesperson for FPLA.

Industry analysts also noted that companies heavily invested in branding centered around '100%' labels may see temporary sales impact. However, rebuilding trust with accurate claims may ultimately work in their favor.

Transition Period and Next Steps

FSSAI has set a 90-day compliance window, during which companies must:

• Audit existing product labels and marketing material.

• Replace non-compliant claims from packaging and ads.

• Submit revised artwork and proofs to designated food safety officers.

• Train their sales and marketing teams about the revised communication approach.

Failure to comply may lead to warnings, product seizures, or cancellation of licenses, depending on the degree of violation.

International Comparison

India is not alone in this move. Globally, several regulators have cracked down on “100%” or absolute food claims:

FSSAI’s step is in line with these frameworks, signaling India’s maturing regulatory ecosystem.

Educating Consumers: An Urgent Need

While regulations are essential, consumer awareness remains the cornerstone of informed food choices. Experts urge simultaneous investment in:

• Public service campaigns to decode food labels

• Simple tools for ingredient verification

• School-level nutrition literacy programs

• Use of QR codes for digital transparency

FSSAI has hinted at launching a nationwide awareness drive to accompany this directive, similar to its successful "Eat Right India" campaign.

Summary: A Step Towards Truthful Food Communication

The FSSAI’s ban on '100%' claims marks a landmark shift in India’s food labeling policy, emphasizing fact-based, consumer-focused communication. At a time when health claims dominate grocery shelves and social media feeds, this regulation seeks to bring labeling back to reality — grounded in science and transparency.

As India charts its way through evolving food systems, this rule is a timely reminder that trust in food starts with the label.